The Kaufland supermarket has been a partner of Slovak ice hockey for years. When the players score on the ice, we're there.
As a long-term partner of the Slovak Ice Hockey Federation, Kaufland Slovak Republic stands with the hockey players through good times... and bad.
The Kaufland supermarket has been a partner of Slovak ice hockey for years. When the players score on the ice, we're there.
We found an opportunity that no other brand had utilized yet: Injuries! They are just as emotional and closely watched as the game itself. We found an insight that all athletes can relate to: They put a bag of frozen vegetables on their injuries.
We created a unique product—a cooling pack that looks like frozen vegetables. We turned it into a sponsorship tool to show that, unlike everyone else, we're with the hockey players not just in the good times, but in the bad ones too.
Our campaign, starring Libor Hudáček and a bag of vegetables, is based precisely on this.
When someone gets injured, the first thing they put on a sprained ankle or bruised knee is frozen vegetables.
The campaign achieved huge success in Slovakia and abroad. Among the campaign's biggest achievements are 2 shortlists at Cannes Lions, 1x Gold and 2x Silver at Golden Drum, and a Golden Nail (Zlatý klinec) in the Digital Campaign category.
Hockey Carrot won a Gold Nail (Zlatý klinec) in the New Media category and a Silver Nail in the Media – Sponsorship and Special Events category.
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